Download Best TV Advertisement/Campaign

Creative
Best TV Advertisement/Campaign
The Award
Recognizes excellence in branded
or unbranded TV ads or campaigns promoting a prescription
drug, medical product or services,
or disease awareness/education.
GOLD AWARD
McCann HumanCare and
The Finalists
n Euro RSCG Tonic and
GlaxoSmithKline—Advair
Asthma Branded Television “I
Never Knew”
n McCann HumanCare and
GlaxoSmithKline—Attention
TV “Perfume”
n MRM Worldwide and Sanofi Aventis US—P.A.D Campaign
“Someone Who Cares”
n Saatchi & Saatchi Wellness
and AstraZeneca—Seroquel
XR “Fade”
n Saatchi & Saatchi Wellness
and AstraZeneca—Nighttime
Heartburn
GlaxoSmithKline
Attention TV “Perfume”
Cervarix is a second-to-market
HPV/cervical cancer vaccine.
The agency explained that by
“mimicking the tenets of the
fashion and beauty category,”
the campaign leads viewers to
expect a perfume ad. Targeted
at 19- to 25-year-old women,
the ads were placed in entertainment, fashion and beauty
magazines and ran during the
2010 Academy Awards.
“The ‘Perfume’ ad for cervical cancer awareness employs
a familiar technique and then
turns the tables on viewers
to make a point,” noted one
judge. “It effectively draws in
its target audience and then
hits them hard with a very
clear and compelling message.”
“This ad is brilliant,” noted
another judge. “Great market-
SILVER
AWARD
Saatchi & Saatchi
Wellness and
AstraZeneca
Seroquel XR “Fade”
32 MM&M AWARDS 2010
ing strategy, insightful advertising strategy and relevant
execution sure to appeal to
target. Great job!”
The agency said that helping
the target audience understand
the relevance of the risk of
cervical cancer was critical to
success. “In order to create
demand for Cervarix, it was
imperative to first reframe the
category and expose the threat
cervical cancer poses to young
women,” the agency explained.
“With a modest campaign
budget, creating relevance for
this low-awareness disease required an engagement strategy
that was highly targeted and
used a contextual approach.”
The unexpected misdirect
helped the team break through
audience disinterest in the
topic. “We knew that mentioning cervical cancer to a woman
in her twenties in a scary way
would lose her at the get-go,”
the agency said. “Not only are
serious health issues not on
her radar, she also is highly
skeptical of fear tactics in
advertising.”
The insight that bipolar patients feel
like they’re “fading into the background” during depressive periods
inspired these compelling ads, which
feature images of people in clothing
blending into their environments.
“The visualization of patients fading
into the background yields a unique
and eye-catching ad that stands apart
from competitors,” said one judge.
“Terrific execution of an insightful
strategy,” said another. A third judge
lauded the effort as “very campaignable” and “translating well into print
and other types of interactive media.”